Understanding Chinese Holidaymakers - VisitScotland VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES OUR

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Transcript of Understanding Chinese Holidaymakers - VisitScotland VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES OUR

  • UNDERSTANDING CHINESE HOLIDAYMAKERS

    HOLIDAYMAKERS ARE MOTIVATED BY

    DEMOGRAPHICS

    SEEKING QUALITY TIME IN NATURAL BEAUTY

    92% Coastlines and islands

    91% Improving physical and mental wellbeing

    play an important role in the planning and booking stages

    93% Spending quality time with family and friends

    89% Escaping everyday routine

    77% Switching o� and relaxing

    92% The great outdoors

    91% Lakes, mountains and grasslands

    SOAKING UP THE LOCAL CULTURE

    GETTING AWAY FROM IT ALL

    94% Eating local delicacies

    87% Shopping for souvenirs and local products

    75% Experiencing luxury and high end retail shopping

    90% Visiting historical sites and traditional buildings

    86% Attending distinctive events/activities

    79% Chatting to locals

    PLANNING AND BOOKING

    PERCEPTIONS OF SCOTLAND WHAT PEOPLE ASSOCIATE WITH SCOTLAND

    A non-touristy destination where I can truly enjoy myself

    Good value for money when compared to London, Switzerland and the Nordic countries

    A place to socialise with local people

    A place to enjoy local delicacies

    A place I can spend quality time with friends or family

    With breath-taking natural scenery

    Full of proud history and heritage

    A great destination for active/outdoor pursuits

    All respondents N=1502 1

    BOOKING Travel Accommodation Itinerary

    32% Directly with the provider’s website

    23% Purchased tickets in person at the venue on the day

    37% Website or mobile app of a tour operator

    63% Online travel agency

    23% Local tourist information centre

    ONLINE TRAVEL AGENCIES, TRAVEL REVIEW SITES AND SOCIAL MEDIA

    PLANNING 49% Online travel agents 49% Travel review websites

    46% Social media

    45% Searched for destination images

    44% Checked visa/ entry requirements

    bagpipes, castles, kilts and whisky THOSE STILL TO VISIT

    bagpipes, castles, whisky, nature, wildlife, escapism, outdoor activities and friendly locals

    THOSE WHO HAVE VISITED

    Key decision makers in travel parties Travelled outside of Asia in the past two years or intend to have holidays outside Asia in the next two years Owners of valid passports

    N=1502 Beijing-502 | Shanghai-500 | Guangzhou-500

    Fieldwork Period May - July 2019 (Kubi Kalloo)

    In summer 2019, VisitScotland conducted exploratory consumer research among active outbound holidaymakers from the three largest cities in mainland China. The research explored holidaymakers’ aspirations, motivations, planning and booking behaviour related to overseas leisure trips, as well as their perceptions of Scotland. The research participants were travellers aged 25 to 45 who have a propensity for long haul trips outside of Asia. A group of recent Scotland visitors were also included to find out their holiday experience in Scotland. Combined quantitative and qualitative methodologies were used in this research.

    33% 33%

    33%

    AGE GROUP: 25-45

    44% 56% Beijing

    SAMPLE BASE:GENDER:

    Shanghai

    Guangzhou

  • VISITOR EXPERIENCE IN SCOTLAND

    WHAT INSPIRES OUR VISITORS

    SCOTLAND IS A PART OF A WIDER UK TRIP FOR MOST VISITORS

    TOP ACTIVITIES

    MOST POPULAR DESTINATIONS Edinburgh, Glasgow, The Highlands and The Loch Lomond area

    HOTELS ARE THE MAIN TYPE OF ACCOMMODATION 87% stayed in hotels, over half chose 5-star or 4-star hotels and 20% used Airbnb

    25% Word of mouth recommendations

    31% Read something on social media

    29% Specific interest such as whisky, golf or film

    29% Information from o�line travel agents

    29% Travel review sites/apps

    26% Travel website/apps

    Viewing ancient and traditional buildings and artefacts

    Instagram @VisitScotland Facebook @VisitScotland Twitter @VisitScotland

    Enjoying the great outdoors

    Experiencing gourmet and luxury foods

    Trying local delicacies Shopping for high-end goods, souvenirs and local products

    Visiting historical sites and heritage wonders

    Visiting lakes, mountains and grasslands

    26% Online videos

    25% Information from o�icial destination websites

    26% Travel guidebook

    33% Iconic sights and tourist attractions

    Experiencing coastlines and islands

    Unexpected experiences that wowed visitors

    Attending events

    Seeing wildlife in its natural habitat

    Experiencing some adventure or thrill

    Visiting art exhibitions

    Meeting new people

    Road tripping

    LIKELIHOOD TO RETURN

    87% said they would like to return to Scotland in the next 2 years

    Sample Base: visitors n=541

    CONTACT DETAILS

    2

    YouTube www.youtube.com/user/VisitScotland Sina Weibo 苏格兰旅游VisitScotland WeChat 旅行Scotland

    Insight Department VisitScotland

    Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH research@visitscotland.com